Youku, the Alibaba Group-owned online video hub, is teaming up with the National Football League to bring digital content to China.

Youku’s sports channel will host highlights and behind-the-scenes stories from NFL games, including the Super Bowl, NFL Kickoff, Thanksgiving and the NFL International series. Documentary content from NFL Films around events such as the NFL Draft will also be made available.

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The deal with Youku is part of NFL China‘s efforts to reach what Managing Director Richard Young called a “rapidly growing fan base” in the country through strategic partnerships with media partners such as Youku.

“Youku’s popularity and high-quality production will provide our fans more access to NFL action every week,” Young said.

The partnership is the latest collaboration between the NFL and Alibaba’s ecosystem. In 2013, the NFL launched an official merchandise store on Tmall, China’s largest B2C marketplace, to reach the more than 600 million monthly active users on Alibaba’s platforms.

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“We are proud to partner with the NFL to help grow the football fan base in China,” said Youku Vice President and General Manager of Youku Sports Content Center Zheng Wei. “We look forward to providing Chinese viewers with more outstanding content and an enhanced way to enjoy the game.”